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Published byMarcia Jackson Modified over 9 years ago
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PR and The good, the bad and the ugly
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What is YouTube? Popular free videosharing website Anyone can post videos Anyone can view videos
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A little history Founded in 2005 by Chad Hurley and Steve Chen Purchased by Google in 2006 ($1.65 billion US) 1 billion views a day Demographic 18-55, even male/female split
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What’s it used for? For fun – cat tricks Videos for friends Entertainment Education Online soapbox PR: promoting a brand, product, getting a message out
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Famous examples RCMP tasering Robert Dziekanski Susan Boyle: record 100 million hits in 9 days Obama campaign, including YouTube/CNN debates All new movies post trailers
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PR nightmare? Canadian songwriter David Carroll gets even with United Airlines 7.8 million views http://www.youtu be.com/watch?v =5YGc4zOqozohttp://www.youtu be.com/watch?v =5YGc4zOqozo
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Domino’s Pizza What can happen when a couple of employees pull off a silly prank and post the results to YouTube http://www.break.com/ usercontent/2009/4/Gro ss-Dominos-Pizza- 704482.htmlhttp://www.break.com/ usercontent/2009/4/Gro ss-Dominos-Pizza- 704482.html
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Domino’s Pizza Domino’s Pizza responds to the crisis President of the U.S. company posts apology to YouTube http://www.youtube.co m/watch?v=dem6eA7- A2Ihttp://www.youtube.co m/watch?v=dem6eA7- A2I
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Domino’s Pizza What are the lessons here? Companies should monitor YouTube and similar video-posting sites Companies need to know what is being posted about them Fighting fire with fire: companies should respond using the same format Be prepared to do own YouTube video
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PR benefits Many firms use YouTube for: Recruitment Advertisements Contests Commercials/PSA’s Awareness Campaigns Can monitor views
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